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The Impact of Comparative Advertising on Perception and Attitude: Some Positive Findings

✍ Scribed by Gerald J. Gorn and Charles B. Weinberg

Book ID
125586502
Publisher
University of Chicago Press
Year
1984
Tongue
English
Weight
1014 KB
Volume
11
Category
Article
ISSN
0093-5301

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This article presents the results of an experiment that examines the role of delay and sponsor's market position in influencing the effectiveness of comparative ads compared to noncomparative ads. The results show that comparative ads sponsored by an unknown brand are more effective in changing cons